Download - Defining Your Association Value
Gregory Wright@G_J_W
June 18, 201411:45 AM - 12:15 PM
#MMCCon EW2
Defining YourAssociation Value
Social Media
#MMCCon EW2
• What is the value of a follower/fan/like?
• What is member engagement?
• How do I measure member engagement?
• Where do revenue generating activities come into play?
• What does all this mean?
#MMCCon EW2
Track Product Sales
• Track conversion• What drove members
to buy a product?• Append a code to
product URL– IBM Digital Analytics
(Coremetrics)– Google Analytics– Ecommerce platform
#MMCCon EW2
http://www.cpa2biz.com/AST/Main/CPA2BIZ_Primary/PersonalFinancialPlanning/PRDOVR~PC-PPF1404/PC-PPF1404.jsp ?cm_mmc_o=dzgw_BBLCjC5A_kbgzfbBECjCnivSixCjCVVdvSiS• Vendor• Category• Placement• Date• Item Name
#MMCCon EW2
Define the Value of Your Likes
1. Total your revenue from Facebook
2. Divide by number of “Likes”
3. Equals the value of a Facebook “Like”
$50,000 (annual revenue)/ 25,000 (“Likes”)=$2.00 (value of a “Like”)
#MMCCon EW2
• Wouldn’t it be great if every “like” meant an engaged member?
• But what is engagement?
Other Digital Content
#MMCCon EW2
• What is the value of a visitor?
• What is member engagement?
• How do I measure member engagement?
• Where do revenue generating activities come into play?
• What does all this mean?
#MMCCon EW2
Track Product Sales
• Track conversion• What drove members
to buy a product?• Append a code to
product URL– IBM Digital Analytics
(Coremetrics)– Google Analytics– Ecommerce platform
#MMCCon EW2
http://www.cpa2biz.com/AST/Main/CPA2BIZ_Primary/PersonalFinancialPlanning/PRDOVR~PC-PPF1404/PC-PPF1404.jsp ?cm_mmc_o=dzgw_BBLCjC5A_kbgzfbBECjCnivSixCjCVVdvSiS• Vendor• Category• Placement• Date• Item Name
#MMCCon EW2
Define the Value of Your Likes
1. Total your revenue from website
2. Divide by number of unique visitors
3. Equals the value of an unique visitor
$5,000,000 (annual revenue)/ 300,000 (unique visitors)=$16.67 (value of a visitor)
#MMCCon EW2
• Wouldn’t it be great if every visitor meant an engaged member?
• But what is engagement?
E-Newsletters
#MMCCon EW2
• What is the value of a subscriber?
• What is member engagement?
• How do I measure member engagement?
• Where do revenue generating activities come into play?
• What does all this mean?
#MMCCon EW2
Track Product Sales
• Track conversion• What drove members
to buy a product?• Append a code to
product URL– IBM Digital Analytics
(Coremetrics)– Google Analytics– Ecommerce platform
#MMCCon EW2
http://www.cpa2biz.com/AST/Main/CPA2BIZ_Primary/PersonalFinancialPlanning/PRDOVR~PC-PPF1404/PC-PPF1404.jsp ?cm_mmc_o=dzgw_BBLCjC5A_kbgzfbBECjCnivSixCjCVVdvSiS• Vendor• Category• Placement• Date• Item Name
#MMCCon EW2
Define the Value of Your Subscribers
1. Total your revenue, including ad sales
2. Divide by number of subscribers
3. Equals the value of a subscriber
$1,000,000 (annual revenue)/ 400,000 (subscribers)=$2.50 (value of a subscriber)
#MMCCon EW2
• Wouldn’t it be great if every subscriber was engaged?
• But what is engagement?
Defining Engagement
#MMCCon EW2
Define Engagement
• Engagement is…– NOT auto opt in/ passive user– actively engaged– more likely to purchase product / click a link
• Identify corresponding metrics…– Open rate?– Clickthrough rate?– Product conversion rate?
#MMCCon EW2
Calculate the Value of Engagement
0.30 (open rate)X 400,000 (subscribers)= 120,000 (active subscribers)
$1,000,000 (total revenue)/ 120,000= $8.33 (value of an active subscriber)
#MMCCon EW2
Now What?
• Cost per active subscriber acquisition• PPC/CPA ads • Marketing campaign– Direct mail– Trial campaigns– Banner ads in other newsletters
• Apply to all communications– Social media– E-newsletters– Web content
#MMCCon EW2
Contact MeGregory Wright
Communications ManagerAmerican Institute of CPAs
@G_J_Wslideshare.net/daspion
youtube.com/user/lxa1801
